SMG, the UK’s leading independent retail media operator, has today announced it has been appointed by Barr Soft Drinks, part of the AG Barr Group to support their growth in the UK national grocery sector, with a particular focus on IRN-BRU and Rubicon brands.
Following a competitive pitch, SMG agency Capture – the UK’s leading commerce media agency – were selected by Barr Soft Drinks to build the brands, with responsibility for activation strategies and media plans across the core national grocery market.
SMG’s proprietary software technology, Plan-Apps, will be used to plan and execute data driven media campaigns, providing one central space for campaign planning, management and evaluation, enabling Barr Soft Drinks to understand upfront the expected impact of their investment. With over 95% of the world’s top 100 CPG brands signed up to the platform, Plan-Apps has over 4,000 users, with over £1B media spend evaluated and over £256M of media booked and planned through it.
Capture will help to demonstrate the value of commerce marketing investment across the Barr Soft Drinks business and in turn support greater results to build the profile of ‘shopper marketing’. Capture will champion strategic media planning powered by audience insights and media performance knowledge, expert media management, and robust and transparent evaluation to encourage continuous learning & optimisation. This will help to create meaningful connections with shoppers across the path to purchase.
Catherine McGarry, Shopper Marketing Controller, Barr Soft Drinks, says:
“Capture did well on every part of the brief. We were specifically impressed with the effort and honesty put into the evaluation on Rubicon Raw. The strategy was the strongest we saw with a great focus on data and KPIs, with a huge point of difference through Plan-Apps (SMG’s proprietary software). Capture was best in the pack for understanding of the retail media market, retailer needs and media channel knowledge. We’re excited to step change our approach to Shopper Marketing with Capture”.
Charlotte Malbasa, Client Director, Capture, says:
“We are so excited about the new partnership with Barr Soft Drinks and we’re confident we can support them with their objectives in this first year of our partnership. We’re building a great relationship already and the team has a great willingness to try new things and challenge the scope of this investment”.
Capture currently works with brands such as Pladis, McCain & Kellogg’s, combining powerful data with the latest technology to deliver bespoke and innovative campaign activations that focus on driving both online and offline sales.
Capture’s partnership with Barr Soft Drinks marks an exciting time for the brand enabling them to adopt an insight-led approach to activation planning, supporting their brand growth in the soft drinks category. Longer term, Capture will help them to unlock innovative omnichannel opportunities to support their business objectives, driving a collaborative and creative relationship for the future.
Comments are closed.